Tennent's Lager turns pints into pixels with 80s arcade campaign

Scottish beer brand Tennent's Lager is planning to engage customers with its 'Barcade' promotion, which will debut at the T in the Park festival on 7 July.

As part of the promotion, four retro arcade machines will tour Scottish pubs from 25 July, and customers will be given tokens to play with when they buy a drink.

The campaign has been brought to life by three agencies. Creative agency Something Something handled game development and content production. Content marketing firm Bright Signals developed the code and produced the physical machines, and marketing agency Wire handled the launch and comms strategy.

Paul Condron, marketing director at Tennent’s, said the arcade theme was chosen to allow customers to relive the nostalgia of their childhoods.

"Lots of us look back fondly on the days before smartphones and Facebook, when we’d entertain ourselves outside playing games like Wallie and Chappy," he said.

The Barcade campaign is part of the firm's Wellpark series, which launched in summer 2015 with 25 original animated sketches. 

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